We have seen drones recording some catwalks and even recently Dolce & Gabbana used them as “models” to show their latest it-bag… But what is the future of visuals? How can we use the technology that is coming to promote our brands? We asked Fouad Choufany, the CEO, and entrepreneur that turned a passion into a profitable business and that thanks to that is helping NGO´s around the world.
In this podcast, we wanted to shed some light over the visual part of fashion. Visuals, whether photos or videos are key in this industry. It is not possible to sell a collection without them. You basically can not go around with bad pictures. Instagram, probably the most visual of all social media -together with Pinterest- need to have good images and now video is becoming the king.
ABOUT FOUAD CHOUFANY
Fouad started in this business 17 years ago. In reality, it was a family business and he took over and reinvented it by following what their clients were requesting. His company is called Inspiration Group. A very good name considering that you want to inspire and get inspired! Photography has been lately complemented- if not replaced- with video. TV, YouTube, and the many social media that are allowing videos now are turning videos a need in the Marketing strategies of brands of any given sector. In the fashion sector, it is almost compulsory due to the natural visual component of it.
So, Fouad shifted from photography into video production and now also uses drones to record takes and views that otherwise will be impossible. You have to be ahead of the competition. – he says.
TO DRONE OR NOT TO DRONE
Every country has specific regulations when it comes to the use of drones. Depending on the location you might need permissions from the army, civil aviation, or the municipality. When you are recording indoors, the venue has to allow it. For example, at the last Arab Fashion Week Fouad flew his drone and he had the authorization and the request of the Meydan Hotel. Mind you, to do this you have to be extremely skilled. You will be recording the catwalk, considering beams, lights, props, columns, and people. In some countries and because of safety reasons, it is not allowed to fly over people.
Check the video they did for Arab Fashion Week here.
The truth is that we love the overhead shots whether with the drone over a never-ending landscape or over a kitchen counter (like tasty.com).
WHAT IS THE NEXT THING IN VISUALS?
Fouad Choufany told us about other pieces of equipment that make the recording, angles, or perception special and unique. Like the spider cam-used in soccer matches already, or the robot cam or the very much talked about virtual reality. Virtual reality happens thanks to a 360-degree film equipment. It is expensive to buy but, it is possible to rent for particular projects that might require it.
WHAT DO WE NEED TO HAVE IN PLACE FOR BASIC CATWALK RECORDING?
For catwalks, the minimum would be to have a tripod and a camera. It is very important for the photographers to liaise with the event managers and see the available light and space before starting shooting. So, if you are organizing a fashion event make sure you have the advice of the photographers and videographers to make the event a success after the event has finished.
The next step after the tripod and the camera would be to set up what is called a track cam or an A-B camera. A wire that will go parallel to the catwalk and that would be controlled by two people. One recording and managing the angle and the other controlling the camera to go at the same pace when the models start their walk.
AND FOR BEAUTY VIDEOS?
For beauty videos, the light is extremely important. You have to use soft lighting and the camera needs to be able to do close-ups in a gentle manner, with soft transitions. That means you will need special lenses. As videos are costly to “photoshop” it is much better to have everything as desired from the very beginning.
AND TV PROGRAMS?
Fouad Choufany worked as Segment Director for a while, so he knows quite a lot about how TV programs are produced. Still, his focus is tv commercials, promotional films, and corporate movies. You need to work on the message, the story, create a storyboard, the shot list, organize the location and what each camera and each actor will do at every moment. It is challenging, but to him it is fun.
He works with clients that come through agencies and have all this already prepared and clients that need a bit more guidance as they are coming directly with their raw ideas to him. Inspiration Group has different profiles depending on what the movie will be requiring.
If you want to know more about Fouad Choufany or his company check their website here.
LINKS MENTIONED AT THE PODCAST
Check the link to Maire Morris podcast and avail the amazing early bird discount she is offering now. Her Masterclass is going to be awesome! I joined already and so should you!
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Are you curious about how Dolce & Gabbana used drones as models? Check the video here.